The Marketer’s Big Data Challenge: Unifying Our View Of The Customer

PM Digital’s Angelo Licursi talks big data for CMO.com

Big data has very much become a core of B2C marketing programs. When leveraged appropriately, it holds the key to developing the highly targeted, hyper-relevant experiences that our customers crave.

But as many marketers seem to conclude, big data is in fact only big (worthy of investment) when it drives real, tangible results in campaign performance. When it truly allows us to answer not only the question, “Who is my customer?” but “Who is my best customer?” we know that it is adding real value and proving its ROI….

Read the full article on CMO here.

 

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